Portrayal Of “Other” Christian Denominations On Christian Networks. Focus On Yadah Tv And Christ Tv

ABSTRACT

The study seeks to establish the representation of the ‘other’ in the process of creation of meaning by Pentecostal churches UFIC and PHD Ministries in Zimbabwe using Television. It explores the production processes of these Christian Television channels in the content that was broadcast on Yadah TV and Christ TV from the period from January 2015 to December 2016. The study used a qualitative research paradigm. Data was collected using in-depth interviews, observation and archival research. Data was analysed using Critical discourse analysis and Semiotic analysis. The study established that the Christian television channels Yadah and Christ TV use television to create Christian religious meaning. This is whereby the Christian channels promote their doctrine of prosperity gospel and during the process the portrayal of ‘other’ Christian denominations takes place. The Christian television channels which are owned by Pentecostal churches UFIC and PHD Ministries positively portray other Pentecostal churches while they portray other non-Pentecostal churches negatively. This gave them an advantage in the religious market to gain more audiences some of them coming from other Christian denominations.